Marketing in Travel and Tourism

Marketing in travel And
tourism

Table of Contents
Marketing in travel And tourism..................................................................................................1
INTRODUCTION.......................................................................................................................3
Discuss how Hyatt hotel segments its customer base..................................................................3
Type of Target Marketing Strategy..............................................................................................4
Positioning Strategy.....................................................................................................................5
CONCLUSION............................................................................................................................7
REFERANCES............................................................................................................................7

INTRODUCTION
Hyatt Hotel is a American multinational hospitality company. This was founded in
1957 and is headquartered at Chicago, Illinois, US. Products of the hotel are hotels and resorts
and this company serves around 900 locations with approximately 100000 employees in the
world. This report includes marketing of the Hyatt Hotel, Birmingham.
Discuss how Hyatt hotel segments its customer base
A customer base segmentation is based on the technique that can be divided the
consumer group with similar needs, common buying behaviour’s into segments. The
segmentation can be occurred on the basis of target marketing which become more effective
and efficient in term of promotions (Krishnan, Patatoukas and Wang, 2019). Market segments
for Hyatt hotel is still the foundation of setting the pricing strategy which mainly defined by
customer behaviour, price sensitivity of hotel’s client. It allows for uniquely price each
segment as per customer type.
Hyatt hotel is mainly adopting the segmentation strategy in the business for identifying
specific need and requirement of consumer (Yoon, Ferreri and Ramsing, 2019). It is becoming
great idea of differentiating the market easily. There are different ways to categorise customer
base segmentation within Hyatt hotel.
 Geographical segment: it can be identified that customer based on which country, city,
medial market and even neighbourhood. A hotel in Hyatt might draw most of customer
from America so that it helps for analysing variation in sales and provide better
facilities as per need or requirements.
 Demographic segment: It is also important for including variables such as educational
level, age, gender, martial status and race. This type of segmentation is useful for
providing data of segment. However, it can be identified the customer buying power
on basis of income (Yoon, Ferreri and Ramsing, 2019). Furthermore, it is useful for
identifying consumer prospective and believe towards organization.
 Price-benefit segment: It help for identifying the people seek when they are buying
product and service. It is closely related to the consumer satisfaction level. in this way,
Hyatt hotel include benefits which comprises of recognition, comfort, attention,
prestige and low price.